1. Business Research 101
Industry research

2. Class Basics Where to find class materials & workbook: BR101 Libguide

3. Market Research = Customer Research
Who is the customer…..
Consumer
Single decision maker
Voice of the customer
Explores attitudes, needs, motivations, and behaviors as it relates to the product or service
Made up of demographic, psychographic, cultural and behavioral characteristics
Industrial
Multiple decision makers: users, gatekeepers, influencers, deciders, and buyers
Define the market and segments as completely as possible
Market Tree your industry and target segments by quantifiable characteristics, defining qualifiers and compatibility with existing industry standards

5. Customer Research Serves as the Voice of the Consumer
Customer Attributes
Customer Research Serves as the Voice of the Consumer
(exploring customer attitudes, needs, motivations, and behavior as it relates to a product or service)
Buying Habits
Income
Special Interests
Occupation
Physical Handicaps
Sex
Own or Rent a Home
Age
Eating Habits
Race
Do-It-Yourself Type
Education
Home Ownership •
Leisure Time Activities
Area of Residence
Vacation Activities
Hobbies
Age and Type of Car
Skills
Household Pets
Religion
Marital Status
Number of Children
Age of Home
Health
Electronics use

6. Industrial Customers Industrial (buy your product for production)
Reseller (buy your product to resell for profit)
Demographic
Geographic location
Size of Company
Annual revenue
Number of Branches
Number of Employees
Industry
Age of Company
Product
Costs
Part Tradeoff
Where Manufactured
Service vs. Reliability
Psychographic
Business Style
Industry Leader/Laggard
Business Stage
Innovative/ Conservative
Employee Relations
Political
Trade Associations
Socially Responsible
Business Products/Stable of Products
Services Used
Publication Subscriptions
Workforce Type
Management Style

7. Market Research Databases
IBISWorld
BCC Research
Gartner Higher Education Reference
Mintel
SMA: Sports Market Analytics
WGSN
Business Source Complete

8. Demographics - Consumer
Census
American FactFinder
Proquest Statistical Insight – (US Statistical Abstract )
American Community Survey
Bureau of Labor Statistics
Consumer Expenditure Survey
Wages by Area and Occupation
American Time Use Survey (BLS)
Center for Disease Control
Data & Stats

9. Demographics – Industrial
Main Sites
American FactFinder
Economic Census
Hoover’s Academic
Forecasts & Projections
Employment Projections  
Monthly Labor Review (journal)
Bureau of Labor Statistics Projections
State Occupational Projections 

10. Demographics – Specific Industry
Medical
Consumer : Center for Disease Control
Corporate: Food & Drug Administration
Food
Consumer: Consumer Expenditure Survey
Corporate: U.S. Department of Agriculture
Aviation
Consumer: Office of Travel & Tourism Industries
Corporate: Federal Aviation Administration

11. Demographics – Corporate
Census
Census Business Builder
Census Characteristics (Business & Industry)
Macroeconomic Overviews
Fed’s Beige Book – (Summary of Commentary on Current Economic Conditions)
Economy.com (or this)
Bureau of Economic Analysis – EconomicIndicators.gov
FedStats.usa.gov

12. Segmentation Research: Psychographics
DemographicsNow
University Reporter
Nielsen PRIZM ZIP Code Look-up Tool
ESRI Tapestry Segmentation
Additional Resources to Keep Your Eyes Open For
GMID
SimplyMap
ArcGIS

13. Demographics – Local Data
Census Data: Tallahassee city, Florida QuickLinks
Florida Legislature - Office of Economic & Demographic Research
Florida Trend's Economic Yearbook
City of Tallahassee Office of Economic Vitality Statistical Data
Tallahassee Democrat Data
UrbanTallahassee
850 Magazine
University Office of Institutional Research
FSU - Office of Institutional Research  
FAMU - Office of Institutional Research  
TCC - Office of Institutional Research and Planning 

14. Statistical Databases
DemographicsNow
Social Explorer (only 1 user)
Proquest Statistical Insight
PSYCHINFO (articles and outcomes)

15. Additional Marketing Resources
Business Source Complete
Gale Directory Library (Encyclopedia of Associations)
Associations Unlimited (Gale Databases)
Encyclopedia of Major Marketing Campaigns

16. Templates Marketing Plan Outline
Gathering Market Research (Edward Lowe Foundation)
How to Identify a Target Market and Prepare a Customer Profile (Edward Lowe Foundation)
Defining & Serving a Market (Edward Lowe Foundation)
SWOT (Strengths, Weaknesses, Opportunities, Threats) Template
PEST (Political, Economic, Social and Technological) Template
Porter’s Five Forces review